diamond geezer

 Thursday, January 21, 2016

PR Masterclass: Old Street station

Some temporary shops are opening at Old Street station. Here's how to make that sound exciting.
TfL launches pop-up festivals at Old Street Tube Station
That's right, it's our old friends 'pop-up' and 'festival', combined here to devastating effect. Admit it, you're intrigued already.
Old Street Tube station will be home to a series of festivals as part of the station's pop-up revolution that has brought unique retail experiences to the thousands of people who use it each day.
That's not just one festival but, wow, a series of festivals. This isn't just your average collection of temporary retail installations, this is a 'pop-up revolution' - something pioneering, radical, and unique. You'll not be seeing anything like Old Street station anywhere else, for sure.
The new line-up will see a roster of 'secret events', new retail concepts and a whole host of experiences for customers to discover at the station each quarter...
Most promoters baulk at organising 'secret events', because nobody turns up. Not so at Old Street. Their watchwords are novelty, discovery and variety, which are high level concepts you'd not normally expect of a row of shops.
...beginning this month with a Health and Wellbeing Festival.
Well, it is January isn't it? And at least it's not a Wellness Festival. Imagine.
The space is being curated by Appear Here, the largest online marketplace for short-term retail space who TfL has appointed to introduce pop-up shops across its retail estate.
Shops are no longer hired out, they are 'curated', specifically to create the perfect brand mix to induce customer delight. Thank heavens for Appear Here, and their mission to seamlessly connect landlords' vacant spaces to people with great ideas to create a global network of spaces so people can make their idea travel. Their words, not mine.
The transformation of the retail offer at Old Street station is part of TfL's Commercial Development plans to generate £3.4bn in non-fares revenue over the next decade to reinvest into maintaining and modernising the transport network.
Cuts to funding mean that TfL is looking to raise a million pounds a day from commercial enterprise over the next ten years. These Old Street pop-ups could contribute 0.2% of that amount, the equivalent of cutting every tube fare by 0.05p, which is not to be sniffed at.
Justin Brand, Director of Commercial Asset Management at TfL, said: `Since we launched Old Street Tube station as our pop-up retail destination, over 200 retailers have set up shop there, bringing some fantastic services and products to the 23 million people who use the station each year.'
I don't know about you, but Old Street's definitely been on my shopping radar since the outer arcades relaunched in April 2014. And that makes the subway complex not only a true 'retail destination', but also 'the world’s first underground station dedicated to ephemeral retail', according to the brochure.
`The new line up of retailers at the station will showcase some of the best brands around. The revenue that we generate from the retailers is reinvested into our transport network to deliver improved services for customers.'
Before TfL came up with this overarching concept of a themed festival, previous incarnations of 'the best brands around' included American Eagle, Microsoft and Jamie Oliver. I bet you can't wait to hear who's turning up for the inaugural Health and Wellbeing Festival.
<brand name 1> (Unit 3, 11 Jan - 7 Feb)
<brand name 1>'s mission is to ensure keeping fit is never a chore. Launching in Unit 3, they will be hosting a range of classes and events each day, enabling customers to move, fuel, shop and be mindful - without being too detox-y! They will also be bringing to life the station tunnels with experiential artwork.
It's not every curated space which allows you to fuel and be mindful, whilst simultaneously avoiding detox-ification. I'm sure we'll all be dropping in.
<brand name 2> (Unit 2, 4-31 Jan)
Founded by Anna Richey & Alla Ouvarova,<brand name 2> is the champion of egg-white based products. Appearing in Unit 2, the <brand name 1> Kitchen will be serving up delicious protein pancakes, porridge and egg white omelettes daily.
I've thought long and hard and I genuinely can't remember ever experiencing an egg-white-based pop-up before. I hope they sell meringues.
<brand name 3> (Unit 8, 18-24 Jan)
Serving their delicious dairy-free mylks, the <brand name 3> team will also be hosting breakfast clubs, 'Keep It Real Talks' and agony aunt drop in sessions with industry experts to help with New Year's resolutions.
That's not a spelling mistake, this lot do genuinely serve up something called mylk, which is a mixture of coconut water and date nectar, and which is apparently (somehow) nut-free. If you're following a vegan or paleo diet, make tracks.
<brand name 4> (Unit 8, 25 Jan - 1 Feb)
Delicious, hand-prepared, heathy food delivered straight to your door. <brand name 4> will be serving up superfood breakfasts, bright lunches and dinners, alongside a wide array of events from morning yoga to supper clubs inside their pop-up.
That is a spelling mistake. Either that or 'heathy' foods are a genuine thing, perhaps clumps of moss suspended in pondwater, or fern-frond nibbles.
<brand name 5> (Market Stalls, 4 Jan - 28 Feb)
<brand name 5> make some of the healthiest and tastiest juices available. Their juices are packed with vegetables and fruit, and never heat pasteurised which mean they are a quick and convenient way to get the nutrients your body needs.
If you're tempted by pulped kale with a hint of a ginger, be sure you to head to Old Street in person, because this lot normally only courier sixpacks in chillboxes at £17.70 a shot.
<brand name 6> (Market Stalls, 18-24 Jan)
Slow foods for a fast world! <brand name 6> will be serving up delicious bowls of beef, chicken and vegetable broth from their stall.
There was a time when TfL press releases told you about station closures, infrastructure investment and vital roadworks. And they still do that, but now they also tell you about meat soup you can buy on the way into the station, because this bears down on fares, and because that's the future.
TfL also has pop-up shops available at other stations including St. James's Park, Piccadilly Circus and Baker Street, providing exciting retail opportunities for London commuters.
Exciting retail opportunities for London commuters, from the organisation that brought you buses and trains.

<< click for Newer posts

click for Older Posts >>

click to return to the main page

...or read more in my monthly archives
Jan16  Feb16  Mar16  Apr16  May16  Jun16  Jul16  Aug16  Sep16  Oct16
Jan15  Feb15  Mar15  Apr15  May15  Jun15  Jul15  Aug15  Sep15  Oct15  Nov15  Dec15
Jan14  Feb14  Mar14  Apr14  May14  Jun14  Jul14  Aug14  Sep14  Oct14  Nov14  Dec14
Jan13  Feb13  Mar13  Apr13  May13  Jun13  Jul13  Aug13  Sep13  Oct13  Nov13  Dec13
Jan12  Feb12  Mar12  Apr12  May12  Jun12  Jul12  Aug12  Sep12  Oct12  Nov12  Dec12
Jan11  Feb11  Mar11  Apr11  May11  Jun11  Jul11  Aug11  Sep11  Oct11  Nov11  Dec11
Jan10  Feb10  Mar10  Apr10  May10  Jun10  Jul10  Aug10  Sep10  Oct10  Nov10  Dec10 
Jan09  Feb09  Mar09  Apr09  May09  Jun09  Jul09  Aug09  Sep09  Oct09  Nov09  Dec09
Jan08  Feb08  Mar08  Apr08  May08  Jun08  Jul08  Aug08  Sep08  Oct08  Nov08  Dec08
Jan07  Feb07  Mar07  Apr07  May07  Jun07  Jul07  Aug07  Sep07  Oct07  Nov07  Dec07
Jan06  Feb06  Mar06  Apr06  May06  Jun06  Jul06  Aug06  Sep06  Oct06  Nov06  Dec06
Jan05  Feb05  Mar05  Apr05  May05  Jun05  Jul05  Aug05  Sep05  Oct05  Nov05  Dec05
Jan04  Feb04  Mar04  Apr04  May04  Jun04  Jul04  Aug04  Sep04  Oct04  Nov04  Dec04
Jan03  Feb03  Mar03  Apr03  May03  Jun03  Jul03  Aug03  Sep03  Oct03  Nov03  Dec03
 Jan02  Feb02  Mar02  Apr02  May02  Jun02  Jul02 Aug02  Sep02  Oct02  Nov02  Dec02 

eXTReMe Tracker
jack of diamonds
life viewed from london e3

email    twitter    G+

my flickr photostream

What's on this weekend?
Wed 19th - Sun 23rd October
Bloomsbury Festival
It's free to visit the Foundling Museum this weekend.

twenty blogs
ian visits
blue witch
city metric
the great wen
edith's streets
spitalfields life
in the aquarium
round the island
wanstead meteo
london museums
christopher fowler
ruth's coastal walk
london reconnections
dirty modern scoundrel

quick reference features
Things to do in Outer London
The DG Tour of Britain
Comment Value Hierarchy

read the archive
Oct16  Sep16
Aug16  Jul16  Jun16  May16
Apr16  Mar16  Feb16  Jan16
Dec15  Nov15  Oct15  Sep15
Aug15  Jul15  Jun15  May15
Apr15  Mar15  Feb15  Jan15
Dec14  Nov14  Oct14  Sep14
Aug14  Jul14  Jun14  May14
Apr14  Mar14  Feb14  Jan14
Dec13  Nov13  Oct13  Sep13
Aug13  Jul13  Jun13  May13
Apr13  Mar13  Feb13  Jan13
Dec12  Nov12  Oct12  Sep12
Aug12  Jul12  Jun12  May12
Apr12  Mar12  Feb12  Jan12
Dec11  Nov11  Oct11  Sep11
Aug11  Jul11  Jun11  May11
Apr11  Mar11  Feb11  Jan11
Dec10  Nov10  Oct10  Sep10
Aug10  Jul10  Jun10  May10
Apr10  Mar10  Feb10  Jan10
Dec09  Nov09  Oct09  Sep09
Aug09  Jul09  Jun09  May09
Apr09  Mar09  Feb09  Jan09
Dec08  Nov08  Oct08  Sep08
Aug08  Jul08  Jun08  May08
Apr08  Mar08  Feb08  Jan08
Dec07  Nov07  Oct07  Sep07
Aug07  Jul07  Jun07  May07
Apr07  Mar07  Feb07  Jan07
Dec06  Nov06  Oct06  Sep06
Aug06  Jul06  Jun06  May06
Apr06  Mar06  Feb06  Jan06
Dec05  Nov05  Oct05  Sep05
Aug05  Jul05  Jun05  May05
Apr05  Mar05  Feb05  Jan05
Dec04  Nov04  Oct04  Sep04
Aug04  Jul04  Jun04  May04
Apr04  Mar04  Feb04  Jan04
Dec03  Nov03  Oct03  Sep03
Aug03  Jul03  Jun03  May03
Apr03  Mar03  Feb03  Jan03
Dec02  Nov02  Oct02  Sep02
back to main page

diamond geezer 2015 index
diamond geezer 2014 index
diamond geezer 2013 index
diamond geezer 2012 index
diamond geezer 2011 index
diamond geezer 2010 index
diamond geezer 2009 index
diamond geezer 2008 index
diamond geezer 2007 index
diamond geezer 2006 index
diamond geezer 2005 index
diamond geezer 2004 index
diamond geezer 2003 index
diamond geezer 2002 index

my special London features
a-z of london museums
E3 - local history month
greenwich meridian (N)
greenwich meridian (S)
the real eastenders
london's lost rivers
olympic park 2007
great british roads
oranges & lemons
random boroughs
bow road station
high street 2012
river westbourne
trafalgar square
capital numbers
east london line
lea valley walk
olympics 2005
regent's canal
square routes
silver jubilee
unlost rivers
cube routes
capital ring
river fleet

ten of my favourite posts
the seven ages of blog
my new Z470xi mobile
five equations of blog
the dome of doom
chemical attraction
quality & risk
london 2102
single life
april fool

ten sets of lovely photos
my "most interesting" photos
london 2012 olympic zone
harris and the hebrides
betjeman's metro-land
marking the meridian
tracing the river fleet
london's lost rivers
inside the gherkin
seven sisters

just surfed in?
here's where to find...
diamond geezers
flash mob #1  #2  #3  #4
ben schott's miscellany
london underground
watch with mother
cigarette warnings
digital time delay
wheelie suitcases
war of the worlds
transit of venus
top of the pops
old buckenham
ladybird books
acorn antiques
digital watches
outer hebrides
olympics 2012
school dinners
pet shop boys
west wycombe
bletchley park
george orwell
big breakfast
clapton pond
san francisco
children's tv
east enders
trunk roads
little britain
credit cards
jury service
big brother
jubilee line
number 1s
titan arum
doctor who
blue peter
peter pan
feng shui
leap year
bbc three
vision on
ID cards